1. SEO Project Report April 2015

2. Contents 1.Work completed and project progress Technical SEO On-page SEO Off-page SEO Project hours against schedule 2.SEO KPI (Results from SEO Monitor and Analytics) Rankings and Visibility (all keyphrases) Target keyphrases Competitors Traffic to site Revenue and sales Devices 3.Issues and Google updates 4.Planned work for next month

3. Part 1: Project progress

4. Technical SEO

5. Technical SEO – project status Our work so far has focussed on suggesting technical changes for your developer, which were intended to improve website visibility – only some of these have been implemented On the next few slides you will see the current state of technical issues on the site and that there has been a clear reduction of these (which is good) However, we still require feedback so we can liaise with your developers

6. Tracking of technical issues

7. SEO Crawl Diagnostics Using our premium SEO audit tool Moz, we identified a number of issues: 404 Errors (11) Duplicate page content (8) Title tag text too long (121) Missing meta description tags (32) Duplicate page titles (15) Temporary Redirects (1) Long url (1)

8. 404 Errors What does this mean? 404 Error pages are both poor for the user experience and a negative signal to search engines. Often they occur on ecommerce websites when products are discontinued and the page is deleted from the site. This can also negatively impact both the page and domain authority as any links to the original page will no longer pass authority on to your site. There were 11 instances of content being duplicated on your site, an example of some of these: Original PageReferring Page http://www.priorydirect.co.uk/blog/e- commerce-advice/page/2/ http://www.priorydirect.co.uk/blog/e-commerce- advice/ http://www.priorydirect.co.uk/resources/Do wnloads/PDF%20Templates/single_r_templa te.zip http://www.priorydirect.co.uk/single-integrated- labels-style-r-16615.html Solution: The 404 pages are being created in a number of ways. Some are caused by template download pages that are no longer live. Others are being created because blog articles have been moved or deleted but these are still being referred to by other active pages. There is also an issue with unique URL’s for campaigns being created and then deleted. We suggest each is reviewed and then either reinstate the original page or 301 redirected to an appropriate active live page.

9. Duplicate Content – Internal What does this mean? Google want to present useful and original content to the user and if a website hosts duplicated content you may risk being moved down in the SERPs or even being dropped from Google if your site is heavily duplicated. There were 8 instances of content being duplicated on your site, an example of some of these: Original PageDuplicated Page http://www.priorydirect.co.uk/blog/ http://www.priorydirect.co.uk/blog/author/richard/ http://www.priorydirect.co.uk/registerhttp://www.priorydirect.co.uk/register?registeronly=y Solution: The blog homepage appears to be being duplicated due to the authorship profile for Richard. Using a canonical tag on this page to the main blog home page (http://www.priorydirect.co.uk/blog/) would resolve this.http://www.priorydirect.co.uk/blog/ The majority of the other duplicate content issues seem to be being created due to the fact they are dynamic URL’s that feature a parameter element. Correctly configuring your parameters in your Google Webmaster Tools account should rectify this.

10. Title tags too long What does this mean? Google will display approx. 55 characters of a page title in the search results page, anything over this count will either get cut off or the title may be not used altogether – in this instance Google will pull in content from your page that may not be as relevant as something you might write yourself. This potentially misses an opportunity to write and display informative titles which may also act as Call-To-Actions for users. There were 121 page titles that were too long for Google to display, examples of these below: Solution: It appears product title tags are automatically generated to include the product name, product category and the dimensions. This leads to some very long title tags that will be truncated. These should be either rewritten or the automated system needs to amended to account for the maximum character length and remove one element of the title tag should it exceed the maximum character count. URLPage Title http://www.priorydirect.co.uk/treble- integrated-label-style-ap-14690.html Triple Integrated Label Style AP 14690 - Treble Integrated Labels - 95mm wide x 65mm deep, 95mm wide x 55mm deep and 95mm wide x 10mm deep http://www.priorydirect.co.uk/single- integrated-label-style-f-13775.html Single Integrated Label Style F 13775 - Single Integrated Labels - 100mm wide x 45mm deep

11. Missing Meta Descriptions What does this mean? Meta Description tags tell users what a page has to offer in the SERPS and is a vital call to action, encouraging people to click on a search result. These also tell search engines what a page is optimised for, so its important these are unique, informative and optimised where they can be. There were 32 instances where pages did not have these descriptions, this misses a great opportunity for click through’s from Google and for important product categories to gain SEO authority. Examples include: http://www.priorydirect.co.uk/blog/e-commerce-advice/ http://www.priorydirect.co.uk/blog/author/richard/page/2/ http://www.priorydirect.co.uk/blog/tag/e-commerce/ http://www.priorydirect.co.uk/blog/tag/e-commerce-trends/ Solution: The majority of the pages missing meta descriptions are from the blog section of the site. These are often missing on pages with the /tag, /author or /page element. Ensure each article has a meta description included before publication. For those currently missing them you should ideally retrospectively add these.

12. Duplicate Page Titles What does this mean? Page titles that are duplicated are seen as duplicate content. This issue has more to do with poor user experience than risking penalisation by Google, however this should be resolved in order to raise and maintain the overall authority of a website. There were 15 instances of this issue on the site, examples include: Original PageDuplicated Page http://www.priorydirect.co.uk/faqshttp://www.priorydirect.co.uk/faqs?subject=direct rewards http://www.priorydirect.co.uk/blog/uncat egorized/christmas-poem/ http://www.priorydirect.co.uk/blog/page/3 Solution: Some of these duplicate page titles are being created due to your parameters not being correctly configured in your Google Webmaster Tools account. The first example shows unique URL’s being created when someone uses the search function on specific pages. You can instruct Google as to how to deal with these URL’s using the parameters function. There is also an issue with duplicate title tags being created due to pagination of the blog. There is a simple fix for this that can be implemented using the Yoast plugin in your WordPress dashboard.

13. Page Load Speed What does this mean? The quicker your site loads, the more positive SEO value Google assigns to your site – this works the opposite way if your site loads slowly with value being taken off, potentially reducing rankings. User journey and conversion can also be affected significantly by a slow loading website. 80/100 is the score Google recommends. We can see speed scores for Mobile users of 66/100 (and 61/100 user experience) and Desktop users with 72/100. See Google Page Speed Insights for these results.Google Page Speed Insights Solution: The speed of both sites needs to be improved. This can be achieved by having a developer look at ways to reduce the file sizes of certain elements causing this slow speed. You can also work with you to reduce the file sizes of images and other elements where a developer may not be needed.

14. Google Mobile friendly test

15. Webmaster tools details on mobile friendly status

16. Ongoing Tracking of technical issues AprMayJune Crawl errors 0 Duplicate Page 8 4xx/5xx errors 11 Long URL 1 Missing Description 32 Title missing 0 Duplicate title 15 Title too long 121 Title too short 0 Redirects (temp) 1 Structured data 64 errors out of 1994 HTTPS Mix of https/http Site map 434 indexed out of 941 submitted Robots.txt No problems Speed - Desktop 72/100 Speed Mobile 66/100 Mobile user experience 61/100 Mobile Friendly 91% of pages have issues Blog issues No Analytics code Sitemap 37 Warnings

17. On-page SEO

18. On-page SEO - Project status You have already approved our initial keyphrase research and page plan for 35 Hierarchy or “Trophy phrases” We have been monitoring the progress of these phrases We have also been working on identifying new Opportunity phrases (which will we present today) We have presented a content plan however further work is required on this Priory need more guidance on the optimisation of the pages (for work carried out internally) We need to consider a combined strategy with PR

19. Blog issues identified No Analytics code added How much traffic does your blog generate Sitemap errors in webmaster tools Duplication of content Author page Parameters in urls Tags and category pages? Utilise your blog articles in your email, PR and social strategy

20. On-page KPI and outputs Nov-14Dec-14Jan-15Feb-15Mar-15Apr-15May- 15 Keywords Tracked 35 Average position 59.357.956.2 Keywords in the top 5 545 Keywords in Top 6-10 342 Keywords in Top 11-20 334 Keywords in Top 21-50 455 Keywords in 50+ 2019 Total sessions to site 18,43011,83912,694 14,35513,020 11,480 Organic Search sessions 1,8921,4501,769 1,7681,800 1,632 Transactions (Analytics) 66229220 235277 266 Ecommerce conv. rate 3.5%15.8%12.4%13.3%15.4% 16.3% Revenue (Analytics) £51,055.41£32,482.46£32,579.90 £35,053.63£34,272.59 £30,221.65 Total New registrations 526192N/A 382 Organic new registrations 662362 More details of ranking and traffic are shown in the next section of this report

21. On-page issue tracking AprMayJune Home page content Category/Product pages Blog/news Supporting content Missing Description 32 Title missing 0 Duplicate title 15 Title too long 121 Title too short 0 Total pages viewed Landing pages Organic landing pages Site pages crawled Pages indexed in Google.co.uk all = 825 Blog = 0

22. On-Page activity tracking (to be provided by Priory) Activity trackingApriMayJune Pages optimised on site New pages created Blogs/articles/supporting content created on-site

23. Update on previous review of on-page content Information to be provided by Priory during meeting

24. Landing Page Content The home page, product pages and category pages are some of the most important landing pages on your website and have a good volume of text. Individual product pages, however, are lacking in content and sometimes suffer from duplication.

25. Product Category Pages This page is ideal for repeat visitors that know what they are looking for but is less clear for a new user The product table on the product category pages could be improved, as the information displayed is too small, cluttered and does not make it easy for new users to decide which label is the right one for their purpose. There are also eight different prices for each product based on the volume ordered. The price by volume figures would ideally be displayed on the product page with the category page being designed to help users make a decision as to which label is right for their needs.

26. Text on product pages Single Integrated Label Style A – Just 87 words of product focused content Xerox Performer Paper 80gsm – Just 77 words of product focused content content HP LJ 1300 – Just 53 words of product focused content

27. On Site Duplicate Content Duplicate content can have a negative impact on an SEO campaign. It makes it difficult for search engines to determine which page is best to serve to users as the content is not different enough for it to make a clear distinction between the two pages. This can lead to users being taken to a landing page that does not match their search query.

28. Personalisation A strong brand identity is vital for any business. At the moment Priory Direct are not really differentiating themselves from the online competition. A great brand has a voice and a personality which is showcased in their content. This could be enhanced by creating; Staff biographies for key members of the team ‘Staff’ to contribute to blog section and have their own areas of interests or expertise Adding a ‘human touch’ to the site. At present the content is very factual but lacks that personal element There is very little use of people within the imagery on both the main site and the blog

29. Blog There is a mixture of good content on the blog section which includes hints and tips, newsworthy events and discounts. It is hard to tell how often the blog is updated as posts aren’t dated. Different media formats can be utilised in the blog and throughout the website. This includes video, infographics, guides, tutorials, images etc.

30. Competitor Analysis: rajapack.co.uk Product category pages offer clear distinctions between product types through the use of images. Products can also be refined by a number of predetermined filters to help users find the right product quicker and more easily. Product pages also display the various size options with further functionality to refine products by certain parameters. Volume purchase discounts are highlighted to draw attention and display the discount as a percentage to highlight the level of discount users are entitled to.

31. Competitor Analysis: rajapack.co.uk Rajapack have utilised their blog to offer a more informal style of content. They vary the focus of their posts but regularly have a ‘human touch’ within their pieces. They also take advantage of wider newsworthy events and stories as inspiration for relevant content pieces. The Amazon Big Box and Other Delivery Stunts Are Automatic Drones the Future for Package Delivery? Royal Mail Small Parcel Pricing Changes: What You Need to Know

32. Off-page SEO

33. Off-page SEO - Project status Work completed: Priory link analysis to determine any spammy links Contacted referring sites to ask them to remove links Uploaded disavow files to Webmaster Tools (December) Carried out competitor link profile analysis (Rajapack.co.uk – main analysis) Created a Link Earning Plan – to be discussed To be completed: Create Outreach Target List Ongoing outreach Strategy for dealing with links from referral traffic of sites owned by the group (to avoid future penalties) Strategy of integrating PR into outreach

34. Off-page SEO summary report Dec-14Jan-15Feb-15Mar-1529-Apr-15May-15 Page Rank1 1 11 1 Moz Domain Authority33 32 31 Moz Total External Links 2,116 3,242 3,812 Moz Linking Domains 56 69 71 Ahrefs Domain Rank 49 Ahrefs Total Links 1,124 1,129 1,0751,127 1100 Ahrefs linking domains 56 55 5051.

35. Ahrefs – domain authority and links

36. Competitors - Referring domains (Ahrefs) The Authority Gap MonthPriorydirect.co.ukIntegratedlabels.co.ukRajapack.co.ukUkplc.co.ukprogresspackaging.co.uk April1,1383,77512,3083731,695 May

37. Ongoing links audit – value of links, traffic generated and any penalty risks A new report will be provided outlining the risk - benefit of existing and new links to your site Monthly tracking of your links can check that these links continue to be indexed and do not poise any penalty risk (i.e. the site they originate from has not since been penalised or is now considered to be a “Spammy or toxic site”) This new report is also important for measuring the benefits of the links – such as content outreach and PR activities (as part of an SEO or separate PR/social media projects). This will include traffic generated to your site and social shares or mentions

38. Proposed report – Off-page activities ongoing tracking ActivitiesDec-14Jan-15Feb-15Mar-15Apr-15May-15 Outreach requests made Number of new links created to our site Our content placed on other sites Traffic generated from these links PR releases made Content placement in media Links URL domain authority and grade URL Domain authority Grade Referral traffic Outreach target Note Link 1 Link 2

39. Part 2: SEO KPI (Results from SEO Monitor and Analytics)

40. Keyphrases driving traffic and Visibility Scores (SEO Monitor data)

41. Keyphrases driving organic to your site (April)

42. Current levels of organic traffic (Google.co.uk) Brand traffic (49%) vs non-brand traffic (51%)

43. Brand vs. non-brand

44. Non-brand organic traffic relative to search volumes

45. Non-branded Keyphrases generating organic traffic (1-29 April)

46. Keyphrases opportunities for all phrase for 1-29 April (listed by search volumes)

47. Search volume for all keyphrases

48. Top ranking sites by search volumes

49. Competitor Visibility Score

50. Tracking keyphrase rankings for original 35 trophy phrases

51. Keyphrase rankings report KEY Increase in positions Decrease in positions KeywordSearch volumeFebruaryMarchApril (29th)Change bubble wrap1480099 cardboard boxes1480099 packing boxes990099 labels810099 packaging supplies290099 mailing bags130099 postal tubes1300373225 12 kraft paper100099 padded envelopes1000808283-3 postage bags88099 57 42 bubble wrap roll720886859 29 integrated labels720777 corrugated card59099 packing materials59099 packing paper59099 packing peanuts59099 book boxes390677266 1 flat pack boxes39099 poster tubes390412824 17 bubble envelopes320667270-4 cardboard envelopes210565 parcel packaging21099 postal packaging210604136 24 board backed envelopes170303338-8 do not bend envelopes1701511 4 documents enclosed wallets170424445-3 board envelopes110141317-3 kraft paper rolls11099 all board envelopes50667 book wraps507711-4 bubble lined bags40233 jiffy box201312 1 custom integrated labels10111 poly bubble lined bags10311 2 bespoke integrated labels0544 1 6281059.357.956.23.0 TOP 5 6-10 11-20 >51 21-50

52. Google UK Ranking Positions

53. Average Ranking Summary At the start of the campaign, the average keyword position for the 35 target keyphrases was 59.3

54. Competitors rankings for 35 trophy phrases

55. Competitors Visibility Score and estimated traffic

56. Analytics data

57. Sessions by New Channel grouping – April

58. Sessions by New Channel grouping – March

59. April 2015 vs 2014 All traffic Organic Paid search

60. March 2015 vs 2014 All traffic Organic Paid search

61. April Year on year (Organic vs. paid) Paid search Organic

62. March Year on year (Organic vs. paid) Paid search Organic

63. All Traffic weekly (12 months)

64. Ecommerce (May 2014 – April 2015) All traffic - revenue Organic - revenue All traffic – conv. rate Organic – conv. rate Paid - revenue Paid – conv. rate

65. New vs. returning visitors Sessions Revenue Conv. rate AOV

66. New vs. returning visitors Returning - revenue Returning – conv. rate New - revenue New – conv. rate All traffic - revenue All traffic – conv. rate

67. Top content from organic No blog traffic measured as the tracking code is not added to the site

68. Devices All traffic Organic traffic

69. Part 3: Issues and Google updates

70. A: Google Mobile update (April 21 st )

71. Google Update Mobile Friendliness to be given greater consideration as a ranking signal. Google recently announced that as of the 21 st April 2015 they will be placing a greater consideration on the mobile friendliness of websites when they are returning search results for people searching on a mobile device. a greater consideration on the mobile friendliness Their intention is to serve not only the best results for a users search but to also ensure those results are effectively displayed on the users device. In November 2014 Google began to display a ‘Mobile-friendly’ tag next to search results returned on a mobile device where the site was optimised for mobile use. They also introduced the ‘Mobile Friendly Test Tool’ as well as a specific ‘Mobile Usability’ section in Google Webmaster Tools under the ‘Search Traffic’ menu.Mobile Friendly Test Tool How your site performs? You do not have the ‘Mobile-friendly’ tag displayed next to your listings in the search results pages, when viewed on a Smart Phone and your site passes the mobile friendly test These issues are highlighted Google Webmaster Tools Your site speed is also slow on a mobile Therefore you may need to just implement minor changes as advised in Webmaster Tools in order to become fully Mobile Friendly.

72. Mobile friendly tests and Webmaster tools alerts

73. Point of concern by the client or Anicca Mobile friendly algorithm change on April 21 st Your web pages are not considered mobile friendly (webmaster tools alert), even though you pass the mobile friendly test In March 5.7% of your organic traffic came from mobile, so a drop in rankings on mobile would not be very significant Domain Authority Gap There is a very big Authority Gap between your site and that of your competitors e.g. you have 1,138 domain link into your site, whereas Rajapack.co.uk have 12,308 We are concerned that because the original project was limited to a total 5 days/month (with 1.75 days for SEO) – there will not be enough time allocated to carryout sufficient outreach work to close the Authority Gap with your competitors. We recommend at least 2 days for this activity plus additional 2 days per month for PR activity already scheduled

74. B: Identifying additional target keyphrases

75. Choosing keyphrases and on- page optimisation of content Keyphrase research and page plan: Hierarchy keyphrases – relate to existing pages on your site Opportunity Keyphrases – keyphrases with good search volumes but low levels of competition (or “difficulty”) Optimise or create content for Hierarchy keyphrases (mainly category, sub-category pages, brand and product pages) Create new content for Opportunity keyphrases This content can be used in the blog and any supporting content This will be created as part of an on-going content marketing strategy

76. Two strategies for choosing keyphrases Homepage Category/ Service Sub-category Category/ Services Sub-category Low Difficulty (<50) High Difficulty (>50) Very high search volumes (>100k/month Phrases are too generic and usually have high difficulty score – only big brands can aim for these phrases High search Volumes (10k – 100k/month) Target 1 – high volumes and low difficulty (may be few phrases) Too difficult need high authority to compete Medium search volumes (1k- 10k/month Target 2 – high volumes and low difficulty Low search volumes (100- 1k/month) Only go for these phrases in very competitive markets Not worth optimising for as low volume and high difficulty Very low search volumes (<100/month) Not worth optimising for as volumes are too low – best to use PPC Hierarchy-based keyphrases Opportunity-based keyphrases Identify target keyphrases Create Page Plan

77. Strategy for creating the page plan Hierarchy keyphrases Using your current navigation structure we would identify the best keyphrases for each category and sub-category page from the target phrases If required we may need to select other keyphrases that are outside of the target group, e.g. if the phrase relating to the sub-category is very niche We will create a page plan for these pages/keyphrases, which will then be used as the basis for the optimisation of page content (during the implementation of the project) and for ongoing tracking of KPI’s Opportunity keyphrases From the remaining keyphrases, we will review and select the most relevant keyphrases (in search volume order) We will create a page plan for these phrases - where possibly optimising any existing product or site pages We will also determine whether a new page has to be created or whether a blog page or other support material should be created The two plans will be amalgamated to ensure easier ongoing tracking

78. Number of phrases by category (rank is >3) Low Difficulty (<50) High Difficulty (>50) Total Very high search volumes (>100k/month 000 High Search Volumes (10k – 100k/month) 055 Medium search volumes (1k-10k/month 8 36 44 Low search volumes (100- 1k/month) 133131264 Very low search volumes (<100/month) Not considered Total 141170311 This is a good number of target phrases - as most clients have between 100-300 target phrases

79. Selecting groups of keyphrases based on search volume and difficulty “Target” keyphrases (141) Low difficulty ( 100/month, rank >4 Target keyphrases grouped by search volume Top 100 Top 50 Top 20

80. Current traffic from all 141 “target” phrases (>100 searches, 4 Rank)

81. Current traffic and positions for the top 141 keyphrase

82. Competitor rankings for 141 “target” phrases

83. Current and competitor visibility score for 141 target phrases (April)

84. Target top 5 or 10 positions for the 50 keyphrases over 18 months Top 5 Top 10

85. Target keyphrases (50) - forecast to achieve top 10 position with an 18 month project It would probably take a 18 months project to achieve top 10 positions, due to competition from high street stationary sites and the marketplaces For the 50 target keyphrases this would generate ~27.5k extra visits over 18 months (as search volume is low at 47.8k/month) You would receive ~4.7k visits/month from non-brand traffic by Sep 2016, an additional 4k visits per month. The conversion rate for non-brand organic traffic is ~12.7% with an AOV of £117, giving you an additional 508 sales and £59,400 revenue going forward. We would also expect a corresponding increase in brand traffic as buyers return to the site; what’s more brand traffic converts at a higher rate and value than the non-brand traffic (22.3% and AOV of £131) If you had to purchase this traffic every month using PPC this would cost you £4,720 (at £1.18p per click), however the conversion rate from paid traffic and average order value is much lower than traffic generated from SEO There is a high chance of this project being successful as your current position are OK, however you are competing with a large number of commercial sites as well as better performing direct competitors, which is why we are aiming for top 10

86. Summary There are a reasonable number of possible Opportunity keyphrases that you can target (141) with good levels of demand (63.3k searches/month) You should be able to select the first 20 - 50 Opportunity keyphrases to target in an SEO project There is a high probability you will achieve top 10 positions for the top 50 of the target phrases following an 18 month project However, top 5 positions may be too ambitious due to high levels of competition (e.g. from market places and big brands such as the Post office and Viking) Forecast: We forecast that your visibility score would increase from 1% to 3%, which is slightly lower than the current visibility score of www.rajapack.co.uk You would receive ~27.5k visits/month by Sep 2016, an additional 4k visits per month. The conversion rate for non-brand organic traffic is ~12.7% with an AOV of £117, giving you an additional 508 sales and £59,400 revenue We would also expect a corresponding increase in brand traffic

87. Part 4: Project time and Planned work

88. Work Completed in April SEO report for March Continued Keyphrase Research for remaining category and sub category pages Identify Opportunity keyphrases Prepare report for review meeting

89. TypeTaskDifference (carried forward from last month) Scheduled hours New total Technical SEO Liaise with developer On-page SEO Finalise Keyphrase Research and Page Plan Optimise Product Pages (by Priory) Review of optimised content Revise Content Marketing Strategy Off-page SEO Create Outreach Target List Ongoing outreach Strategy for dealing with links from referral traffic of sites owned by the group (to avoid future penalties) Client services and reporting Email contact answering campaign questions Reports Complete upload of documents onto the portal Total Tasks planned for next month

90. Accumulative project hours against budgeted hours All SEO and PRPPC

91. TypeTaskScheduled hours Actual hours Difference (to be carried forward) Technical SEO Technical SEO report On-page SEO Keyphrase Research (to be continued and confirmed) Off-page SEO None scheduled this month Client services and reporting Email contact answering campaign questions Reports Total Tasks carried out as compared to the scheduled plan

92. Bringing time forward Nov-April Based on the original six month SEO plan set out we have now completed: Initial Keyphrase Research which was scheduled for January. Review of optimised content supplied by Priory Direct that was scheduled for February. Creation of the Content Marketing strategy that was scheduled for March. Competitor Link Analysis and Link Earning Plan Monthly reports Project management including calls, meetings, emails and project planning. On site meeting with Josh, Bob and the Priory Direct team to gain a better understanding of the business, products, aims and objectives. As requested work has been pulled forward wherever possible, which has resulted in us over delivering on hours to this point. 1.5 days for the content marketing strategy. 1.0 days for the competitor link analysis and link earning plan 0.5 day for the additional keyphrase research (extra categories A total of 3 days or 22.5 hours have been bought forward (so the actual over-run is 53 hours) 67.5 Contracted Hours 143.0 Hours Worked 75.5 Hours Over

93. Any Questions? If you have any questions please email us or you can telephone us on 0116 298 7488. Thank You.